Royal Mail’s first advertising campaign for its MarketReach business unit has launched on the back of its research study The Private Life of Mail. The in-depth research was conducted over an 18 month period to provide insight into the role of mail for consumers in their homes and how it influences them thus generating stronger return from advertising campaigns which deploy mailings. The findings will come as no surprise to those who produce print catalogues and direct mail pieces – every piece of evidence shows that this is what drives consumers to place orders online or to visit stores to buy promoted items. It is however encouraging those who have shied away from using physical mailings in favour of a purely digital approach to take a new look at what direct mail can do to improve their response.
Direct marketing represents around 12 per cent of Royal Mail’s business and places it in third place as a media owner in the UK after Google and ITV.
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